As we mentioned, in the User Life Cycle we find those users who south africa mobile phone number list hardly add value to the brand , not only because they do not generate any conversions, but also because of their low level of interaction. This group of subscribers is part of the so-called reactivation phase. In this case, we must determine whether or not it is really worth continuing to invest in them. Therefore, our mission is to select these subscribers and carry out specific actions to encourage their interest and get them to become active users. If the actions are successful and we achieve this, we will place these users in the acquisition or conversion phase . On the contrary, if we see that they still do not respond to the reactivation actions, we will exclude them from our database and we will no longer send them more emails.
Below we will see what type of reactivation emails we can use in a user reactivation strategy:
1- Reactivation email with an incentive
This is the most common type of reactivation email. It is characterized by offering the user an exclusive incentive to lead them to action and thus, convert them into an active user. Among the most used incentives we have discounts, free shipping or gifts when making a purchase. This Sephora email is a good example. We can see how it first captures the subscriber's attention by saying "We miss you" and then, it offers them a $15 discount if they make a purchase. In this case, and it happens very often, the discount is only valid on purchases over $50 and during a deadline.
2- Creative reactivation email
There are other companies that opt for making a creative and original reactivation email with the aim of awakening some kind of emotion or feeling in the subscriber and thus ensuring that the email does not go unnoticed. This would be the case of the company Missguided that uses the storytelling technique and explains the story of the relationship between the brand and the customer. Apart from standing out for its originality, it also offers the user an attractive incentive to ensure that the story ends with a happy ending for both.
3- Reactivation email to confirm subscription
This type of reactivation email is characterized by being very direct and by communicating to the subscriber without any reservations what the real reason is for receiving this email. In one way or another, the subscriber is asked to confirm whether they want to continue receiving emails from the brand . Here we can see two good examples. In the reactivation email from Rue La LaThe user is told to confirm that they “do” want to receive communications from the brand, otherwise, if they do not confirm, this will be the last email. On the other hand, in the Free People email , there are two buttons for both options: confirm the subscription or unsubscribe. The difference is that Rue La La hides the “most negative” option for the brand (unsubscribe) a little more, visually giving more importance to the option of continuing with them; on the other hand, the Free People email is more direct and gives the same importance to both options.
